Course Description
The integration of marketing concepts and their application to strategic decision-making. Topics of study include marketing in the knowledge economy, developing a market-focused organization, understanding customers and competitors, relationship management, and the impact of organizational variables on customer satisfaction.
Athena Title
Marketing Strategy
Equivalent Courses
Not open to students with credit in EMBA 7650E
Semester Course Offered
Offered fall
Grading System
A - F (Traditional)
Course Objectives
The course develops students' knowledge and skills in applying advanced frameworks, concepts, and methods for making decisions that resolve an organization's marketing strategy. Specifically, the course adopts the viewpoint of the general manager or senior marketing executive in determining how to (i) formulate segmentation and focus strategies, (ii) position the business to achieve a durable advantage over competitors, (iii) identify and explore growth opportunities, (iv) manage relationships with valuable customers, (v) manage the channels for gaining access to markets, and (vi) align the organization to changing market requirements.
Topical Outline
1. Introduction 2. Becoming Market Driven 3. Leveraging Market Orientation 4. Strategies for Achieving Advantage 5. Gaining New Advantages 6. Competing for Customer Relationships 7. Collaborative Partnering 8. Managing Brand Equity 9. Value Migration and Channels 10. Online Markets and Channel Evolution 11. Strategic Perspectives on New Product Development 12. Managing the Innovation Process 13. Building a Market Driven Organization